Vices Lurking in the Dark: the Impact of Background Color on Indulgent Consumption

Kuangjie Zhang, INSEAD, France
Monica Wadhwa, INSEAD, Singapore
We demonstrate that dark (versus bright) background color enhances consumers' wanting for indulgent food items, which, thereby, leads to greater preference and higher willingness to pay for indulgent food items. However, this effect is eliminated and even reversed when consumers are primed with an overriding goal-state.
[ to cite ]:
Kuangjie Zhang and Monica Wadhwa (2011) ,"Vices Lurking in the Dark: the Impact of Background Color on Indulgent Consumption", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 58-59.